This text is a forum published by El Financiero in Mexico and can be read online here

Choosing an ad agency that fits the profile of your web project is central to the online sector. An agency is like a bride and, as such, should appreciate and see if it suits you before you choose it, because you could end up marrying it. I know that someone considered sexist comparison, but it is very graphic. First, not everything is the facade, at best, it should look a little inside. A great many agency offices, publicly traded, with 50 employees and large statistics may not be-or if - that need.

Secondly, you should try to know it well and most importantly: who knows you well to you. The key people working there and business support manager must know perfectly what you do, who you are and, if possible, should be able to assess your business as an important asset, even contrasted his other media within the same agency.

In addition, another very important point is availability. I imagine that if you do not have time for your girlfriend and she to you, duraríais fair. Here is the same. The agency you choose to take charge of your projects should allow time for you and, likewise, you should have all the time she needs. Even for small doubts and years without too much importance should be avoided, if possible, having to delegate to third parties. It should carry a personal, serious, professional and direct.

I have the experience of having worked with almost every sector agencies in my country, Spain, and many or almost all international traffic engaged in Castilian. Rare is that by default do not work or try new initiatives when there are proposed, but also when an agency does not work with the relationship seriously cut expected immediately. Each agency has a particular profile, and over the years we have been testing and working with many of them.

When preparing a new project is very important to define who will handle your advertising. To do this, we can advise us. "This agency is the best you're going to sell," I have heard in many cases, but not all of it was the best option. It is true that a particular agency may be the best for a certain media, but may not be for others, for very large and very important as it is. In these subjects, most of the time, the size does not matter. What really matters is the personal attention, care, work, the relative importance you have in its structure and strength of commercial sales and may bump into you .

A few years ago I worked exclusively with a small advertising agency website, which I will not say the name, which was led by a good friend. A few months later it grew and grew and merged with another company very important, but then, at the time of its greatest popularity, no longer "our agency" and just as in dating there are times to cut the relationship , I did. For many it was crazy then, but years passed and we survived. There are times you have to be where you feel you belong. Over time, we returned to take up their relationship to other projects, but that is another story.

In contrast, other businesses have also delegated to an agency Web smaller. It is a different agency, which is smaller and used to doing something you think is the future: the special shares. Just as advertising market your usual format banners, steals, MB ... - sell a widget that plays a particular concert that weighs hundreds of Mbs. And even though it is a small agency is the best success, and possibly the agency that can best, in my country, monitor, investigate and work in a personalized way new ideas and ways of advertising, for example, inclusion within the animated adventures of trademarks and advertising.

In both examples, only intend to return to the principle that each one must choose a soul mate, at least in this, the size does not matter. There are agencies most appropriate for a particular advertiser for a particular company or for a particular product or service, you just have to find and choose well.